Thinking About Digital Devices and "Dayparts"

Think with Google just posted a fascinating discussion about "dayparting" and targeting. The main idea is that marketers should analyze "micro-moment" opportunities for communicating with the target market, when and where and how these consumers are accessing data. How--meaning what type of digital device people are using at the time.

This isn't Google's first post about micro-moments. Last year, a post discussed how consumer behavior is shifting and now comprises so many split-second decisions and actions such as checking social media, checking a bank balance or texting a friend. At those moments, consumers may use different digital devices and want different info or products or functionality. Marketers, are you ready?

Pew Research points out (above) that Millennials are almost all tethered to their cell or smartphones--and some simply see no need for certain other digital devices. That's bad news for PC/Mac makers, bad news for marketers of e-book readers, bad news for game console marketers. It's also a wakeup call for marketers that think about websites and social media in terms of the big screen and in terms of one message all the time.

Mapping the dayparts of digital involvement, Google has found that many people use their phones to accomplish things on the way to work and after the work day is over. During business hours, more tablets and computers are used for online searches, compared with the number of searches by phone.

Understanding consumer behavior and micro-moments will help you plan marketing that makes sense for consumers and the digital device they're using at that time, the content they're seeking, and the functionality you should have for big or tiny screens. Is your marketing plan in tune with these micro-moments?

Why Use Age for Market Segmentation?

In this age of behavioral, attitudinal, and lifestyle segmentation, how important is age as a segmentation variable to identify consumer groups within a market?

Pew Research Center has an excellent analysis, titled "The Whys and Hows of Generations Research," that explains how members of generational cohorts (think "Millennials" and "Baby Boomers") are influenced by the same world events, music, technology, media, product fads, and other elements.

Clearly, the attitudes, actions, needs, and priorities of one generation are typically not the same as members of another generation. Even when multiple generations adopt a particular technology (smart phones or activity trackers), their reasoning and usage will vary by age. So age continues to be a key variable for market segmentation.

Interestingly, Pew found that Millennials don't like to call themselves by that generational name. What Millennials do say about themselves is that they are idealistic. For more on Pew's studies of Millennials, check here.

Check the Pew Research Center For Marketing Background

Writing a marketing plan? Be sure to click to the Pew Research Center to see the latest info about trends in population shifts, household formation, consumer behavior, technology attitudes and usage, media consumption, and other aspects of the external marketing environment.

Pew Research Center data and graphics

Every marketer can benefit by exploring the variety of topics researched by this well-known and objective organization. Here are just four examples:

• Wondering about where Millennials are living now that the recession is over? Pew says more are still at home with their parents--and that has important implications for businesses that sell home furnishings, mortgages, insurance, and other housing-related goods and services. See chart at right for a quick overview of the plateau in independent Millennial households.
• Targeting Internet users? Remember that 15% of the U.S. population doesn't use the Internet. Pew examines this group here.
• Reaching out to Hispanic Americans? Pew covers the world of Hispanic media here. This is a good overview of various media and vehicles, audiences, and issues to keep in mind for marketing communications.
• Is the global middle class really growing? Pew discusses this complex topic here. If you're targeting emerging nations, you'll need to know that despite income increases, most people are still not enjoying a robust middle-class lifestyle.

For Your Marketing Plan: Check Demographic, Social, and Cultural Trends

Research projects at http://www.pewresearch.org

Researching demographic, social, and cultural trends for your marketing plan? Be sure to check out the research at the Pew Research Center site.

As shown above, Pew researches a number of topics that can help marketers understand the perceptions, attitudes, beliefs, and behavior of consumers.

For instance, the Internet & American Life Project covers Internet usage, mobile usage, and social media. One analysis looks at how political campaigns in 2014 made use of mobile marketing and social media. Another examines Twitter topic networks. Others look ahead to the Internet of things and other future developments--important background for preparing long-term marketing plans.

Don't miss the Social and Demographic Trends research on such topics as family formation (marriage and remarriage and gay marriage), household composition (multigenerational HHs are on the rise, thanks to boomerang Millennials), college attendance and debt, economic distribution, and much more.

The Hispanic Trends Project follows issues in North and South America such as demographic shifts, political impact, immigration, religion, and cultural identity. Again, for marketers in the Americas, such information can be extremely helpful.